ACTION RESEARCH 2 How does the story or performence of a window display affect the consumer or bystander?
Yuanyuan YAO Graphic designer
Contextual Relevance Action Research 1
Window display with a story could impress bystander. A good window display is perform a story, express a theme and these elements are involved, variety of materials, arrange colours, transfer spaces, control lights
Contextual Relevance Action Research 2
Shop windows in every plazas and store that are fill with our life. Each different stories are performed in showcase that is communicating with the passerby and also bring high attention to a shop, so, how a story could perform in the small space without sounds and actions? How consumer or bystander affected by it? What kind of window display could improve sales volume? These questions were solved in Action Research1. Window display could impress people, in Action Research 2, My research focus on take advantages of window display, make it more meaningful.
? How to create
a window display
? How to express a theme/story
? How to take
advantages of window display, make it more meaningful
Methodologies research method
The research is qualitative, and some research methods also be involved in exploring more deeply in the window display. For conduct the research, collect materials from library, database and internet relate subjects of performance art, design, esthetics and marketing. The Social research methods are questionnaire and interviewer. The survey investigates a series of fundamental questions aim to grasp people’s thought about window display. The visual research method is photography. The practice-led research methods is graphic design, fine art and photograph (posters)
Social research method
Practice-led research method
Visual research method
Collect materials, database
Social research method Questionnaire: 35 students, 45 bystanders 71% participants go to a plaza, because they need shopping 22% participants go to a plaza just hang out. 7% participants go to a plaza because other factors 49% participants buy something same as their shopping list 51% participants will change mind when they shopping 29% participants will be attracted by beautiful window display. 31% participants not really care about window display. 40% participants will be attracted by unusual window display. 64% participants like cool color 27% participants like warm color 9% participants like gray color ... ...
Interviewer: a shop owner
"I know window display is important and care about window display, but I don't want expend money to decorate shop window."
Visual research method People look at a holiday window display at the Bergdorf Goodman store along 5th Avenue in New York City. Most of New York City's major departmentstores construct elaborate holiday window displays that become a destination for tourists and locals alike.
Analyse Most of people have not clear shopping goal, even some of people have shopping list, they also would change their mind, when they shopping. People interested in unusual window display, prefer cool color, soft lights, which is play a dream world from their heart
Contributing Theoretical Discourse 6 contextual research supporting research
• Consumer psychological influences consumer behavior • Principles and elements of window display • How to perform a story or a theme in showcase • Affect Theory- testing wheather bystanders like a window display design, from analyses their face.
Exemplars
mapping commonalities, differences Figure2
Figure4 Figure3 Figure1
materials+colours+spaces+lights=Story/theme
Story/theme impress people
(Figure1,2,3,4)
(Figure 3)
solve a social problem. help or raise awareness of using a window story (Figure 4)
Marina Abramovic Made Me Cry Story/theme impress people Marina Abramovic performance art, Present in artist (Figure3) tend to return to an original performance art to present a story by body. Marina sitting in the chair silently, communication with people face to face, people were moved to tears by her silent narrating. This perform illustrates the power of play, it is touch audience heart and impress them. Window display with a story also is a silence play.
Photographs by Marco Anelli. From the book: PORTRAITS IN THE PRESENCE OF MARINA ABRAMOVIC (Marco Anelli Š 2010) http://www.marcoanelli.com/portraitsbook_e.html
LUSH Cosmetics Fights Animal Testing by “Torturing” Human Subject
Reflective Process I worked on analyze and search these subjects, performance art, marketing and psychological to understand the elements and principles of a window display. Figure out consumers behavior can be effected by window displays. I also use some research method, analyse the datas and get some specific information about design a good window display.
I was focus on window display with a story could increase revenue. I forget that I should connect my research to social problem. solve a social problem, help or raise awareness of using a window story. I was use natural light, take photos for my project and from different angles, seek the shadow, but the result not really good, some colours are missing. In order to solve the problem, I take the photos in photography studio.
Progress to date About the story and the social problem I want narration and appeal is support Syrian refugees. As everyone knows that a shocking image of drowned three-years-old syrian boy show tragic plight of refugees.
A Turkish police officer stands next to the body of the young boy. Photograph: Reuters
A Turkish police officer carries a young boy who drowned in a failed attempt to sail to the Greek island of Kos. Photograph: Reuters
Progress to date Materials: paper box, clipper, brush, pigment, glue Colours: white, purple, yellow, red, blue, green... ... Spaces: sea, bedroom Lights: track lighting
Using boxes create a 3D model (a bedroom), then painting in the box is 2D (the sea and a boat capsized). In real life, these are two different spaces, cannot happen in a same space. I transfer these two spaces together aim to express, in a boundless, unsafe space (the sea) have a closed, safe space (the bedroom) that appeal the public raise awareness of helping syrian refugees and call for peace.
Reative Outcomes
PLEASE PROVIDE REFUGE TO SYRIANS REFUGEES
Poster1
PLEASE PROVIDE REFUGE TO SYRIANS REFUGEES
Poster2
PLEASE PROVIDE REFUGE TO SYRIANS REFUGEES
Poster3
PLEASE PROVIDE REFUGE TO SYRIANS REFUGEES
Poster4
Conclusion From the process of my research, I exploring the subject of window display a lot. I have learned design art is limitless. No matter Graphic design or window display design, even fine art, they all have connection. Comebine these sepecific subjects, research in society, collect data, analyse data, then create a project in order to solve a social problem, help or raise public awareness is a thoughtful and meaningful thing. Further more, From Action Research1 to 2, my research become more deeply and these subejects are involved in the research. (Performance art, fine art, graphic design, window design, display design, aesthetics, marketing, psychology,) they are support my research.